SHOWCASING A RADICAL AVANT GARDE

PROBLEM

The Kröller-Müller Museum, beautifully located in the lush, but somewhat isolated Hoge Veluwe natural reserve in The Netherlands, is opening a large exposition on the extensive influence of one of the most radical avant garde movements of the early twentieth century: futurism. But futurism is not that well known. So, how do we attract the desired number of visitors to go learn about an art movement most don’t know that much about?

Solution

It’s hard to love what you don’t know. And though the futurists, like Boccioni, Balla and Marinetti, were active in all kinds of disciplines – from interior architecture to poetry to graphic design – they never made it to the top of art historians and the general audience’s minds. Therefore, to introduce futurism to the whole of the Netherlands and beyond, we decided to show the diversity of futurism itself.

CREATIVE

With a bold campaign line, THIS IS FUTURISM, we already give the audience a taste of futurism before they even set foot onto the Veluwe. We introduce the art movement’s diversity by showcasing campaign assets featuring ‘traditional’ art historic objects – paintings or sculptures – or objects more linked to everyday life – like children’s toys or the famous Campari bottle. All of these objects are framed with a graphic outline that resembles the colour usage of the futurists. On screens, that graphic outline is brought to life: digital assets are animated through coding - a new type of futurist approach.